There’s an interesting debate going on in my new forum for copywriters, about copy cosmetics and specifically the formatting of headlines and subheadlines.

My post here is not to discuss those issues directly. I’ll reserve that for another article.

However, I do want to add my thoughts on one issue that seems to keep coming back in the forum — the issue of using long-winded, excessively wordy headlines that are prevalent on websites nowadays.

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Copy is all about words. Or is it?

Copy is about using words to describe the benefits of your offer. About using words to paint vivid mental imagery. About using words to stir the senses, press all the “hot buttons” and push the reader to take some kind of action.

But is it really ALL about words? I mean, just words? No.

Some copywriters claim that graphics, formatting and photographs should NOT be added to a salesletter because they distract. They can take the reader’s focus away from the message.

I agree. But not entirely. Here’s why…

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